Art direction and visual guidelines development for global campaign Tough as You '21
Refining the Tough As You
art direction to become more contemporary and authentic.
Art Direction & Lead Designer
Imperfect and real energy to bring DM's look and feel into a digital realm.
Less is more.
Aiming at telling authentic stories without being overshadowed by over branded nor polished content.
Through a process of reduction and by shifting from a tactile aesthetic into an emergent and digital approach, the art direction explored how type, colour and graphics would bring a more attainable and fresh look while maintaining the unique Dr. Martens’ visual core.